At first glance, what follows appears to be a simple promotional tweet from Chelsea FC. Given how much it resembles a standard run-of-the-mill advertisement Twitter posting, many internet users just simply passed it over. That’s a shame given how clever this is.

It’s a lot more unique and memorable than just the usual photos of new player signing his contract at a table, or holding up his new shirt in front of the team logo wallpaper. Those tweets, featuring Antonio Rudiger, followed after this one. Chelsea are very excited about their new Nike kit for 2017-18, which they made quite a big deal about last week when it was unveiled last week.